By Salomon Hospitality launches Círculo for upscale hotels in unique buildings

JSBy Joan SanzCurated by Joan Sanz. · August 27, 2026 · Follow on LinkedIn

Voice reading · ~2 min

By Salomon Hospitality is expanding its own-brand strategy and launches Círculo, a brand designed for upscale hotels located in buildings with architectural value. Not a typical chain, it's a label that seeks to give identity to singular properties.

The decision to create an own brand for this segment makes sense. In a market where luxury has been democratized, differentiating by architecture is a smart move. High-end travelers are no longer looking only for services, they are looking for spaces with history and design to tell.

The name chirps a bit, honestly. Círculo with an accent and capital initial, for a hotel, can sound like a roundabout or a gated community. But the underlying idea is powerful: specializing in built heritage can be a goldmine, especially in cities with historic housing stock.

We'll have to see if Círculo manages to attract owners of unique buildings who don't want to operate them themselves. If the formula works, it could open a new growth path for medium-sized groups that can't compete for new assets.

In my view, this move reinforces the trend of upscale boutique brands, and I'm glad a Spanish group is betting on something different. Now it's up to the buildings to sign up. And that the name doesn't scare them off.

Quick questions

What is Círculo, the new brand from By Salomon Hospitality?

Círculo is a new hotel brand by By Salomon Hospitality focused on upscale hotels located in buildings with architectural value.

What type of hotels is the Círculo brand aimed at?

It targets upscale hotels in properties of architectural or heritage interest, looking to stand out through design and history.

What strategy is behind the launch of Círculo?

By Salomon Hospitality expands its own-brand portfolio to capture unique projects, without relying on big chains and leveraging distinctive assets.

What sets Círculo apart from other luxury brands?

Its focus on the building's architectural value as the core of the experience, rather than just premium services or conventional locations.

What opportunity does the sector see in this new brand?

It can open a market for owners of historic or unique buildings looking for a specialized operator, and revive unused heritage.

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